At the same time, we are actively expanding strategic alliances with tourism boards, aviation bodies, hospitality groups, and regional institutions across Asia, Latin America, The Caribbean, Europe, Africa, The Balkans, Central Asia, The Pacific region and the Middle East. By working closely with local leadership, media, and private-sector partners, PATWA ensures that regional voices are represented on global platforms while maintaining international standards of excellence.

Through high-impact global forums such as our summits at ITB Berlin and targeted regional engagements, PATWA continues to position itself as a trusted bridge between policymakers, industry leaders, and travel media.

In a context where journalistic credibility is crucial, what initiatives is PATWA leading to promote higher standards of ethics, editorial independence and narrative quality among its members, ensuring that published tourism information truly contributes to better understanding between cultures and destinations?

PATWA places journalistic credibility at the core of its mission. We actively promote high ethical standards through clear professional guidelines, peer accountability, and a strong emphasis on editorial independence, ensuring that tourism storytelling remains credible, balanced, and free from undue influence.

At the same time, we invest in elevating narrative quality by encouraging research-driven reporting, cross-cultural sensitivity, and responsible destination coverage. Through knowledge-sharing forums, recognition of excellence, and global platforms that connect journalists with policymakers and industry leaders, PATWA ensures that tourism communication contributes meaningfully to cultural understanding, trust, and sustainable destination development.

The media landscape is rapidly evolving toward digital formats. How is PATWA encouraging its associates to transition to more innovative platforms and which tools do you consider essential for travel communicators to adapt to increasingly visual, immediate and globalized consumption habits?

PATWA is actively guiding its members toward a digital-first mindset by encouraging the adoption of innovative storytelling formats that reflect how audiences consume travel content today. This includes greater use of visual-led narratives, short-form video, real-time reporting, and multi-platform publishing to ensure relevance and global reach.

By combining credible journalism with modern technology, PATWA is helping travel communicators remain authoritative while adapting to an increasingly visual, immediate, and globalised media environment.

Tourism storytelling has a significant impact on cultural perception. How is PATWA working to encourage content that reflects local authenticity, community diversity and heritage respect, especially in regions where mass tourism can alter cultural identities and socio-territorial dynamics?

PATWA actively promotes responsible storytelling that places local authenticity and cultural respect at the centre of tourism communication. We encourage our members to engage directly with communities, highlight diverse local voices, and move beyond surface-level narratives to present destinations in their true social and cultural context.

By advocating ethical guidelines, heritage-sensitive narratives, and recognition of thoughtful, community-led storytelling, PATWA ensures tourism content supports cultural preservation, mutual understanding, and more sustainable socio-territorial development.

Sustainability is now a priority axis for the tourism industry. What role do you believe PATWA-affiliated communicators should play in promoting sustainable practices, and how can the organization foster narratives that inspire more conscious tourism oriented toward the well-being of destinations?

PATWA members play a critical role in shaping how sustainability is understood and embraced by the tourism industry and travellers alike. Beyond promotion, their responsibility is to inform, question, and highlight practices that genuinely support environmental protection, cultural integrity, and community well-being.

PATWA maintains a historic relationship with global tourism fairs and events. How do you assess the importance of these platforms in strengthening professional networks, showcasing journalistic projects and generating collaboration opportunities that foster collective growth within the international communications community?

Global tourism fairs and international events remain vital platforms for the exchange of ideas, relationships, and influence within the travel ecosystem. 

PATWA views these platforms as catalysts for collective growth, enabling professional networking and the creation of meaningful collaborations. By maintaining a strong presence at leading global events, PATWA strengthens dialogue across regions, elevates tourism communication standards, and reinforces a shared commitment to responsible and forward-looking storytelling.

International collaboration is a distinctive hallmark of PATWA. What opportunities do you currently identify to expand the organization’s presence in regions where tourism communication is still underdeveloped, and what benefits could a greater global integration of specialized journalists bring?

PATWA sees strong opportunities in regions where tourism communication is still emerging, particularly through capacity building, institutional partnerships, and integration with global media networks. PATWA helps strengthen professional standards while giving these regions greater visibility on international platforms.

PATWA not only elevates the quality of tourism communication worldwide but also ensures more inclusive, accurate, and responsible representation of destinations.

Professional recognition helps motivate excellence in tourism journalism. How does PATWA ensure that its awards and distinctions maintain transparent, impartial and quality-oriented criteria, thereby strengthening institutional credibility and highlighting emerging talent within the communications field?

PATWA ensures the integrity of its awards through transparent criteria, independent evaluation, and a strong focus on professional merit rather than commercial influence. 

By involving experienced professionals and respected industry figures in the evaluation process, PATWA safeguards impartiality while maintaining high benchmarks of excellence. At the same time, the awards actively recognise emerging talent, providing visibility and reinforcing PATWA’s institutional credibility.

To conclude on a more personal note, what inspires you in your role as Secretary General of PATWA, which values guide your leadership, and how do you envision your contribution to the future strengthening of the organization and travel journalism globally?

What inspires me most is the role tourism can play in fostering understanding between cultures while protecting the environments and communities that make destinations unique. Leading PATWA allows me to contribute to a vision of tourism that is responsible, inclusive, and guided by long-term sustainability rather than short-term gain.

My leadership is grounded in integrity, collaboration, and stewardship. I am committed to strengthening ethical standards, supporting evidence-based dialogue, and ensuring sustainability remains central to how destinations are presented and understood. Looking ahead, my focus is on modernising PATWA, expanding its global footprint, and reinforcing its role as a trusted international platform—one that champions responsible tourism, informed decision-making, and a future where tourism benefits destinations, communities, and generations to come.

We would like to express our sincere gratitude for the time, openness, and depth of your reflections throughout this interview. It has been a true honor to engage with the leadership of PATWA and to learn firsthand about your vision for the present and future of responsible tourism communication.

From the Tourism and Society Think Tank, where many PATWA members also play an active role, we reaffirm our full willingness to strengthen institutional cooperation, knowledge exchange, and the development of joint initiatives that promote more ethical, sustainable, and culturally respectful tourism across all regions of the world.

We trust that this dialogue marks the beginning of shared, high-impact international projects for the benefit of our common destinations.